Management and Organizational Studies 2320A/B Chapter Notes - Chapter 14: Integrated Marketing Communications, The Sender, Direct Marketing

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Sean Hingston

Document Summary

Imc is the promotion dimension of the 4 p"s: uses a variety of communication methods, general advertising, personal selling, sales promotion, public relations, direct marketing, digital media. Identify target audience: step 1- identify target audience. Assess impact: campaign success depends on how well the advertiser can identify its target audience, research is conducted. The communication budget is set based on the cost of specific tasks required to achieve stated communication objectives. A method of determining a communications budget in which the firm"s share of the communication expenses is in line with its market share. A method of determining a communications budget that is based on a fixed percentage of forecasted sales. It can be difficult to identify the specific tasks that will achieve the objectives and as a result, it is the most difficult method to use. Prevents firms from exploiting the unique opportunities or problems they confront in a market.